1.2 Who Does Marketing?

The obvious answer to the question, “Who does marketing?” is for-profit companies like McDonald’s, Procter & Gamble (the makers of Tide detergent and Crest toothpaste), and Walmart. For example, McDonald’s creates a new spicy chicken sandwich for $1.99 (the offering), launches a social media campaign (communicating), makes the sandwiches available on certain dates (delivering), and then sells them in its stores (exchanging). When Procter & Gamble (or P&G for short) creates a new Crest tartar control toothpaste, it launches a direct mail campaign in which it sends information and samples to dentists to offer to their patients. P&G then sells the toothpaste through retailers like Walmart, which has a panel of consumers sample the product and provide feedback through an online community. These are all examples of marketing activities.

One interesting marketing job has to be Chris Pantoya’s, who is the Chief Strategy Officer for Fan Controlled Football. She knows most of the players, owners, and coaches personally, people like Joe Montana. The professional arena football league where the fans call the plays, Fan Controlled Football was a start-up when she joined, and while it sounds like a lot of fun, Chris has revenue targets that she has to hit, revenue based on advertising, sponsorships, tickets, and other streams. Like she says, “It’s not all fun and games, but it is fun!”

For-profit companies can be defined by the nature of their customers. A B2C (business-to-consumer) company like Chris Pantoya’s Fan Controlled Football or P&G sells products and services to be used by consumers like you, while a B2B (business-to-business) company sells products to be used within another company’s operations, as well as by government agencies and entities. To be sure, P&G sells toothpaste to other companies like Walmart (and probably to the military, prisons, and other government agencies) in a B2B way, but the end user is an individual person.

Other ways to categorize companies that engage in marketing is by the functions they fulfill. P&G is a manufacturer, Walmart is a retailer, and Grocery Supply Company is a wholesaler of grocery items that buys from companies like P&G in order to sell to small convenience store chains. Though they have different functions, all these types of for-profit companies engage in marketing activities. Walmart, for example, advertises to consumers. Grocery Supply Company salespeople will call on convenience store owners and take orders, as well as build in-store displays. P&G might help Walmart or Grocery Supply Company with templates for advertising or special cartons to use in an in-store display, but all three of the companies are using marketing to help sell P&G’s toothpaste.

Similarly, all of these companies engage in dialogues with their customers in order to understand what to sell. For Walmart and Grocery Supply, the dialogue may result in changing what they buy and sell; for P&G, such customer feedback may yield a new product or a change in pricing strategy.

Nonprofit organizations also engage in marketing. When the American Heart Association (AHA) created a heart-healthy diet for people with high blood pressure, it bound the diet into a small book, along with access to a special website that people can use to plan their meals and record their health-related activities. The AHA then sent copies of the diet to doctors to give to patients. When does an exchange take place, you might be wondering? And what does the AHA get out of the transaction?

From a monetary standpoint, the AHA does not directly benefit. Nonetheless, the organization is meeting its mission, or purpose, of getting people to live heart-healthy lives, and considers the marketing campaign a success when doctors give the books to their patients, and when patients actually use the book. The point is that the AHA is engaged in the marketing activities of creating, communicating, delivering, and exchanging. This won’t involve the same kind of exchange as a for-profit company, but it is marketing. When a nonprofit organization engages in marketing activities, this is called nonprofit marketingMarketing activities conducted to meet the goals of nonprofit organizations.. Some schools offer specific courses in nonprofit marketing, and many marketing majors begin their careers with nonprofit organizations.

Government entities also engage in marketing activities. For example, when the U.S. Army advertises to parents of prospective recruits, sends brochures to high schools, or brings a Bradley Fighting Vehicle to a state fair, the army is engaging in marketing. The U.S. Army also listens to its constituencies, as evidenced by recent research aimed at understanding how to serve military families more effectively. One result was advertising aimed at parents and improving their responses to their children’s interests in joining the Army; another was a program aimed at encouraging spouses of military personnel to access counseling services when their spouse is serving overseas.

Similarly, the Environmental Protection Agency (EPA) runs a number of advertising campaigns designed to promote environmentally friendly activities. One such campaign promoted the responsible disposal of motor oil instead of simply pouring it on the ground or into a storm sewer.

There is a difference between these two types of activities. When the Army is promoting the benefits of enlisting, it hopes young men and women will join the Army. By contrast, when the EPA runs commercials about how to properly dispose of motor oil, it hopes to change people’s attitudes and behaviors so that social change occurs. Marketing conducted in an effort to achieve certain social objectives can be done by government agencies, nonprofit institutions, religious organizations, and others and is called social marketingMarketing conducted in an effort to achieve social change.. Convincing people that global warming is a real threat via advertisements and commercials is social marketing, as is the example regarding the EPA’s campaign to promote responsible disposal of motor oil.

If you create a résumé, are you using marketing to communicate the value you have to offer prospective employers? Is it digital marketing if you create a LinkedIn page? If you sell yourself in an interview, is that marketing? When Kylie Jenner sends a tweet about where she is and what she had for lunch, is that marketing? In other words, can individuals market themselves and their ideas?

Some marketing professionals say “no.” But today, more marketing professionals are saying “yes,” and that self-promotion is a form of marketing. Ultimately it may not matter what you are marketing, even if it’s yourself or another person. If, as a result of reading this book, you learn how to more effectively create value, communicate and deliver it to the receiver, and get something in exchange for it, then we’ve achieved our purpose.